Paper-Presentation: Stieglitz, Stefan and Krüger, Nina, "Analysis of Sentiments in Corporate Twitter Communication – A Case Study on an Issue of Toyota" (2011). ACIS 2011 Proceedings. Paper 29. http://aisel.aisnet.org/acis2011/29

1. Twitter Metrics of Corporate Crisis
A Comparison of Two Cases Involving Qantas
Nina Krüger
Research Group
Communication and
Collaboration Management
Prof. Dr. Stefan Stieglitz
www.wi.uni-muenster.de/kuk

2. Research Group
Communication and
Collaboration Management
Prof. Dr. Stefan Stieglitz
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3. Research Group
Communication and
Collaboration Management
Prof. Dr. Stefan Stieglitz
The Case
 Australian Airline
• Employs 32.500 people
• Carries up to 30 million passengers / year
• 44 different countries
 Public interest mirrors in Twitter
 Monitoring “Qantas” from May 2011 to December 2011
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4. Research Group
Communication and
Collaboration Management
Prof. Dr. Stefan Stieglitz
Crisis I Crisis II
The eruption of the Chilean Qantas management choices in October 2011
volcano Puyehue on 4
June 2011
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5. Research Group
Communication and
Collaboration Management
Prof. Dr. Stefan Stieglitz
 H1: Patterns on Twitter differ in corporate crisis (1) which arises from enterprise activities and
(2) those which arise independently of companies activities (natural disaster).
 H2: We expect that the communicative strategies for the involvement of companies differ in
these communication situations.
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6. Research Group
Communication and
Collaboration Management
Prof. Dr. Stefan Stieglitz
The ashcloud-crisis
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7. Research Group
Communication and
Collaboration Management
Prof. Dr. Stefan Stieglitz
The management choices-crisis
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8. Research Group
Communication and
Collaboration Management
Prof. Dr. Stefan Stieglitz
The ashcloud
The stikes
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9. Research Group
Communication and
Collaboration Management
Prof. Dr. Stefan Stieglitz
Ashcloud Strikes
Top8 nearly 50 Tweets Top13 naerly 125 Tweets
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10. Research Group
Communication and
Collaboration Management
Prof. Dr. Stefan Stieglitz
Stieglitz, Stefan and Krüger, Nina, "Analysis of Sentiments in Corporate Twitter Communication –
A Case Study on an Issue of Toyota" (2011). ACIS 2011 Proceedings. Paper 29.
http://aisel.aisnet.org/acis2011/29
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11. Research Group
Communication and
Collaboration Management
Prof. Dr. Stefan Stieglitz
Contact:
Westfälische Wilhelms-Universität Münster Prof. Dr. Stefan Stieglitz
Departement of Information Systems Room 018
Research Group Communication and Phone: +49 (0) 251 83-38115
Mail: stefan.stieglitz@uni-muenster.de
Collaboration Management
Leonardo-Campus 11
D-48149 Münster Nina Krüger
http://www.wi.uni-muenster.de/kuk Room 017
Phone: +49 (0) 251 83-38014
Mail: nina.krueger@uni-muenster.de
fb.com/wikuk @wikuk youtube.com/wikukunims
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